This user-friendly smartphone app is appealing because it helps people transform simple iPhone photos into fancier, shareable photos in just a few clicks. Instagram filters help even the most amateur iPhone photographers turn their snapshots into art that they can then share with their friends on their personal blogs and their favorite social networks.

Instagram users can find other users to follow using the app to browse via most popular or keyword search. We hope to see a more sophisticated and even web-based user search in the future. For now, we browse through Twitter accounts, blogs and Tumblrs to find the user names and then follow through the Instagram app. You’ll be surprised who you’ll find — more and more people and brands are joining each day!

Here are a few of the fashion, beauty and lifestyle brands that caught our attention while we were playing around with Instagram, one of our newest and admittedly guiltiest pleasures: